1. Social Stratification and Marketing Strategy
1.1. social stratification is relevant for some products categories
1.1.1. looking over social class
1.1.1.1. ethical implictions and choices about the products that companies are offering
2. Understanding American Generations
2.1. Generation is a group of persons who have experienced a common environment.
2.2. American Market has 6 different generations:
2.2.1. Pre-Depression Generation
2.2.1.1. Born before 1930
2.2.2. Depression Generation
2.2.2.1. Born between 1931-1945
2.2.3. Baby Boom Generation
2.2.3.1. Born between End of WW II and 1964
2.2.4. Generation X
2.2.4.1. Born between 1965 and1976
2.2.5. Generation Y
2.2.5.1. Born between 1977 and 1994
2.2.6. Generation Z
2.2.6.1. Born between 1995 and 2009
3. Demographics
3.1. Describe a population in terms of its size, distribution, and structure.
3.1.1. Population Size and Distribution
3.1.1.1. Regions of the country serve as important subcultures whose members have unique tastes and preferences.
3.1.2. Occupation
3.1.2.1. Its strongly associated with education and income.
3.1.3. Education
3.1.3.1. It influences what one can purchase by partially determining one’s income and occupation.
3.1.4. Income
3.1.4.1. Enables purchases but does not generally cause or explain them.
3.1.4.1.1. Subjective Discretionary Income (SDI)
3.1.5. Age
3.1.5.1. Proper age positioning is critical for many products. Age carries with it culturally defined behavioral and attitudinal norms.
3.1.5.1.1. Cognitive age
4. Social Stratification
4.1. Social Class System
4.1.1. a hierarchical division of a society into relatively distinct and homogeneous groups with respect to attitudes, values, and lifestyles
4.1.1.1. Social Standing
4.1.1.1.1. Unique Behaviors
4.1.1.1.2. Socioeconomic Factors
4.1.1.1.3. Social Standing
5. Social Structure
5.1. Upper Americans
5.1.1. Upper-Upper Class
5.1.1.1. Aristocratic Families
5.1.1.2. Sponsor Charity Events
5.1.1.3. Luxury
5.1.2. Lower Upper Class
5.1.2.1. The newer social elite
5.1.2.2. Corporate Leadership
5.1.3. Upper-Middle Class
5.1.3.1. Professionals, managers
5.1.3.2. Prime Market for financial services
5.1.3.3. Lifestyle centers on best education, private clubs
5.2. Middle Americans
5.2.1. Middle Class
5.2.1.1. White-collar workers(office, teachers) High-paid blue collar(factory supervisors)
5.2.1.2. Live on "the better side of town"
5.2.2. Concerned about their finance, retirements
5.2.3. Working Class
5.2.3.1. Average pay blue collar
5.2.3.2. Live in modest homes or apartments
5.2.3.3. Take Care a lot of what they have(furniture, TVs, clothes)
5.2.3.4. Involve DIY projects
5.3. Lower Americans
5.3.1. Upper-Lower Class
5.3.1.1. Poor education
5.3.1.2. low incomes
5.3.1.3. work as unskilled laborers
5.3.1.4. Minimum wages
5.3.2. Lower-Lower
5.3.2.1. Same Characrteristics as Upper-lower
5.3.2.2. Longer periods of unemployemnt
6. Measurement of Social Class
6.1. Single-item indexes
6.1.1. Single dimention
6.2. Multi- indexes
6.2.1. take into account different variables simutaneusly
6.2.1.1. designed to measure individual rank or social position within a community